Modern and Traditional Forms of Effective Pharmaceutical Marketing. Based on the Survey of 350 Doctors

Date: November 22, 2010
Price:
US$ 2,615.00
Publisher: PMR
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: M37824AFC79EN
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Modern and Traditional Forms of Effective Pharmaceutical Marketing. Based on the Survey of 350 Doctors
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Report description:

The key source of information for the report was a survey conducted by PMR Research specialists among 350 medical doctors of seven specializations: paediatrics, general practitioner/family medicine, gynaecology, neurology/ psychiatry, cardiology, pneumology and oncology.

The report answers such questions as: what source of information do doctors usually rely on? how do doctors assess the various forms of communication with pharmaceutical firms? and how, compared with traditional forms of contact, do they access the new channels used to reach them (e.g. e-detailing). The report thus provides information to pharmaceutical companies on the most effective forms of communication with medical professionals.

Key report sections:
  • information about pharmaceuticals
  • information that doctors are most interested in getting from pharmaceutical firms
  • assessment of the frequency of use and awareness among doctors of the individual forms of communication used by pharmaceutical firms to contact them
  • estimate of the quantity of instances of communication (including personal contact) with pharmaceutical companies
  • assessment of the new forms of communication (multimedia presentations, e-detailing, virtual training) relative to traditional forms of contact, from the perspective of quantity, reliability, credibility of the provided information, convenience, time efficiency, opportunity to ask questions / obtain additional information
  • factors which could induce doctors to accept the new forms of pharma marketing
  • comparative analysis of doctors by specialisation
I. METHODOLOGY OF THE REPORT

II. EXECUTIVE SUMMARY

III. INFORMATION: SOURCES AND NEEDS

Internet as a source of work-related information
  Using the internet as a professional with a defined specialisation
  Using the internet as a professional with a defined length of service
  Using the internet as a professional attending to a defined number of patients
  Using the internet as a professional with a defined main place of employment
Frequency of use of various sources of information about pharmaceuticals
  Pharmaceutical databases
  Online services and portals for physicians
  Pharma firms’ websites
  Medical treatment regulations and standards
  Academic publications
  Academic conferences, symposiums and trade shows
  Information materials from pharma firms
  Information from other physicians and healthcare professionals
  Leaflets for patients
Assessment of quantity of information materials received from pharma firms
Information needs in various areas
  Gravity of information
  Satisfaction from received information
  Usefulness of materials received from pharma makers
  Standards and guidelines for treatment and diagnosis
  Information on prices an availability of pharmaceuticals at pharmacies
  Detailed descriptions of pharmaceuticals (properties of a medicinal product)
  Results of clinical trials
  Copies of academic articles
  Educational materials for patients
  Samples of pharmaceuticals
  Marketing gadgets for patients
  Marketing gadgets for physicians
  Other information materials useful for physicians

IV. FORMS OF CONTACTS WITH REPRESENTATIVES OF PHARMA FIRMS

Knowledge of various forms of contact with representatives of pharma firms
Use of various forms of contact with representatives of pharma firms
Frequency of contacts with representatives of pharma firms
  Personal meetings with medical representatives
  E-mails
  Text messages (SMS)
  Multimedia presentations and e-detailing
  Video conferencing with specialists and online training
  Observational studies
Assessment of number of contacts with representatives of pharma firms
Interest in various forms of contact with representatives of pharma firms
Assessment of new forms of communication with representatives of pharma firms
  Interest in new forms of communication with representatives of pharma firms
  Online training (e-learning)
  Group multimedia presentations of products at place of employment
  Video conferences with opinion makers
  E-detailing: online multimedia presentations
  E-detailing: personalised, one-on-one multimedia presentations
  Texted (SMS) information
  E-mailed information
  Value of information distributed through new communication channels

V. EFFECTIVENESS OF THE NEW COMMUNICATION CHANNELS

VI. LIST OF GRAPHS

VII. LIST OF TABLES

VIII. ABOUT PMR

IX. CONTACT INFO
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Modern and Traditional Forms of Effective Pharmaceutical Marketing. Based on the Survey of 350 Doctors
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